What Is Markeitng Essay Research Paper MARKETING1L1WHAT — страница 7

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government, industry, and trade do this. In case of new product or inventions it is called pioneer promotion example cd rom. 2)Selective demand; trying to simulate demand for a particular brand. 3-Encouraging product trail: even after awareness is created, it is worth it to try it. 4-Identifying prospects: through phones, mails, coupons, and magazines. 5-To retain loyal customer: it is more cheaper and more profitable to retain loyal customer than getting new one. Example laughthansa ?miles and more?. 6-Facilitate reseller support: two-way relation ship between the retailer and the producer to share promotion costs. 7-Combat competition: you have to use promotion to fight back. This helps you to protect your market share, but it may not necessarily increase profit. Types of

promotion: 1)Sales promotion: (non-media advertising), example offers, discounts, special deals, coupons, premiums, sampling, displays, conferences, contests. 2)Advertising: (mass promotion, non-personal selling). Reaches many people, very difficult to measure but not impossible. The objective of advertising is to inform, educate, persuade, and remind. 3)Publicity: ?any time you are news?. It is a free advertisement. It is done by public relations (contacts, reputation). 4)Personal selling: it is an industrial type of selling, store clerk, sales reps. 5)Collateral materials: It is an accessory advertisement material prepared by companies to achieve marketing and public relations objectives. Example brochures, booklets, catalogs, videotapes, annual reports. Promotion through the

product life cycle: 1.Introduction stage: advertisement role is to create awareness. Spending more money on trade promotion to push the product to the market, and to pull the consumer to try the product. Advertisement and sales promotion expenses are high. 2.Growth stage: advertisement expenses increase little or maintain. Adv. Strategy shifts from awareness to product benefits. Sales promotion drops as many consumers have already tried the product. 3.Maturity stage: sales promotion is likely to increase because of the competition strategies that are applied in this stage. 4.Decline stage: cut back in all promotion expenses. Promotional mix: 1.Sales promotion: why does it becoming popular?. Because of the increase of competition, the large adv. Expenses, less people reading and

watching television. The problem with the sales promotion is that the consumer get used to it, and the company cannot stop it, and this leads to a decrease in the company?s profit. 2.Publicity: The advantages of publicity are the creditability because it is in the news, cheap, supports the company?s image. The disadvantage of the publicity is the no control on your reputation ? it can back fire in your face?. 3.Advertising: there are two main types of adv. The broadcast media and the print media. 1-Television: although people are less watching television but they are still watching. 2-Radio: the radio is phasing out. 3-News paper: good for timely adv. And geographic segmentation and psycho graphic section. 4-Magazines: more psycho graphic than geographic, but does not have the

newspaper reach, also it is picked up more than one person and more than one time. 5-Direct mail: very specific segment, by the name. It is not well known in EGYPT. 6-Outdoor: billboards, side of transportation. It has fantastic and wide exposure. 7-Interactive: C.D., computers, internat, e-commerce. 8-Non-traditional media: not one from the above, video rentals, television screens in stores. Advertising Plan 1-Identifying the target market: this should influence the positioning of your product and of your advertisement. 2-Establish advertising objectives: this means that we must determine how much adv. Effort is needed to influence the targeted group. Example (I want to reach a certain percent of my target audience) then (increase the number of times the TA see your ad.)

3-Develop the advertising budget: the size of the budget depends on your objective, is it reaching or frequently reaching. 4-Develop the advertising strategy A)Information oriented maintenance: the strategy designed to reinforce the positioning of a brand by giving information about it. B)The image oriented maintenance strategy: this strategy reinforces the brand or the company?s positioning through imaginary. Example (dove soap is associated with softness and smoothness) C)Information oriented change strategy: designed to revitalize brands by advertising to a new product features. D)Image oriented change strategy: designed to revitalize a brand through imaginary and symbolism. Example (new slogan) 5-Develop an advertising massage: A)Emotional vs. rational appeal: usually